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DunnhumbyUSA Partners with GNC

Kroger's joint venture to work on customer science initiative

October 27, 2013, 08:00 pm

DunnhumbyUSA has entered into a multiyear contract with GNC Holdings Inc. to apply its customer centricity solutions across all facets of GNC’s marketing, working closely with GNC to more effectively segment and engage with customers of its more than 6,200 retail outlets and online at GNC.com throughout the United States. This will include personalized communications and offers to shoppers through both online and offline channels.

GNC has long recognized that getting closer to individual shoppers and creating sustained loyalty is key to building its competitive advantage. The retailer began down a path to customer centricity more than a decade ago with the introduction of the GNC Gold Card, which currently engages several million GNC customers. Earlier this year, GNC launched the Member Price Program to offer even more value to Gold Card members, making benefits previously offered one week per month now available to customers every day.

“Partnering with DunnhumbyUSA represents a significant investment in our direct marketing efforts to be as customized and relevant as possible to every customer on a more personalized level," said Joseph M. Fortunato, GNC’s chairman, president and CEO. “The ability to completely understand our customers’ shopping patterns provides GNC the ability to target products and offers that each customer desires for their individual health and wellness needs, as well as complementary products that will add value to them achieving their individual goals. Our end goal is to maintain customers for life by providing them the best supplement brand and products in the world, developed by GNC’s unique Product Development and Scientific Affairs Department.”

Stuart Aitken, CEO of DunnhumbyUSA, said: “GNC’s customers are not only very dedicated to their personal health and wellness, they are also very enthusiastic about the GNC brand. So for us, delivering relevance is crucial to growing that customer enthusiasm about the GNC brand. We want to keep those customers coming back for more and more, year after year.”

Dunnhumby analyzes data and applies insights from more than 400 million customers across the globe to create better customer experiences and build loyalty. DunnhumbyUSA is a joint venture of the Cincinnati-based Kroger Co. and London-based Dunnhumby.